Small Business Marketing Strategies
February 25, 2025
The “Luck” of Underdogs: Small Business Marketing Strategies
Pull out your brackets, my friends, March Madness loves a good upset! Every year, a low-seeded team storms into the NCAA basketball tournament and knocks out a fan favorite. Viewers love an underdog! We chuckle when oddsmakers bleed money as a result of it. But is the win simply a lucky break or something more? The golden answer applies to college athletics, but also to small business marketing strategies and entrepreneurs who must stand toe-to-toe against titans in their industry.
Let’s explore the answer.
The Underdog Effect
When individuals or teams defy expectations and rise beyond their perceived limits, psychologists call this “the underdog effect.” According to David Burkus: “When people think they are underestimated or disadvantaged, they often put in more effort to succeed. Individuals who adopt the underdog mindset work harder, take more risks, and are likely to face all challenges.” They might fail. But they have a much greater motivation to succeed.
An underdog possesses a relentless belief in proving the doubters wrong. They prepare, grind, and bounce back regardless of the perceived outcome. Underdogs rise because they outwork and outthink opponents. They adapt, and refuse to back down. This potent combination motivates a team, each player, and yes, small business owners across the globe.
So no, it’s not luck.
The Rocky Balboa Mindset: Go the Distance
Let’s switch to another sport for just a minute. In Rocky, Balboa didn’t step into the ring with Apollo Creed expecting to win. Not even close. He needed to prove to himself and everyone else that he wasn’t just some nobody from Philly. If he won, great. If he lost, he could live with it. But if he went the distance, if he hung in there with the champ until the final bell, no one could ever call him worthless again.
Entrepreneurs can embrace this same underdog mentality. You don’t need to crush the competition overnight. Just show up, fight hard, and stay in the game. The longer you go the distance, the more people take notice.
That’s the power of the underdog effect.
The Underdog Advantage in Small Business Marketing Strategies
Let’s talk about specific strategies. Real, tangible ways to activate your own underdog effect as a small business owner.
1. Own Your Narrative
Big brands have deep pockets for marketing, but underdogs tell a better story. The audience wants to see Apollo defeated or the number 15 seed take down a 2nd seed. You already have people rooting for you. Now, tell us your WHY. Be authentic. Lean into what makes you different, a game changer. Tell your story in a way that makes customers want to see you win.
2. Outwork the Competition
Underdogs don’t have the luxury of coasting. The best Cinderella teams in March Madness succeed because they put in the work before the tournament even starts. In marketing, that means showing up everywhere – on social media, in SEO rankings, through email campaigns, and in your customer service. Write consistent, fresh content for your website. Make it impossible for people to ignore you.
3. Embrace Agility
It’s really simple: Big brands = slow, small businesses = fast. You can pivot, innovate, and respond to trends in ways your bigger competitors can’t. If a marketing strategy isn’t working, switch gears. Try something new. If the latest Tik Tok challenge seems right up your alley, jump on it before the competition even notices.
4. Build a Fierce Community
Loyalty is an underdog’s secret weapon. Big brands rely on recognition, but underdogs thrive on connection. Engage your audience. Respond to comments. Make your customers feel like they’re part of your journey. When people believe in you, they fight for you – just like the fans that turn their hats around and rally behind an underdog team.
5. Play with a Chip on Your Shoulder
Being underestimated is an advantage. Let it fuel you. If a competitor writes you off, prove them wrong. If an industry leader ignores you, make them regret it. Carry that mindset into everything you do, and soon enough, you won’t be the underdog anymore. You’ll be the one setting the standard.
You’re Not a Low Seed. You’re a “Sleeper Pick.”
March Madness rewards the teams that fight the hardest, not the ones who start on top. Business works the same way. Don’t cross your fingers and hope for success. Let strategy, determination and relentless effort help you create your own luck. Seize every opportunity. Push forward when others hesitate. Prove yourself through action, not words. Show up. Even if you don’t take down the biggest in the business, the right people will notice–and they won’t underestimate you again.
